Marketing Pristiq: The Advertising Challenge


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Case Details:

Case Code : MKTG229
Case Length : 26 Pages
Period : 2005-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Wyeth
Industry : Pharmaceuticals
Countries : US

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

Criticism

Despite Wyeth's contention that Pristiq was better than Effexor XR and other anti-depressants, several analysts opined that Pristiq was just another 'me-too' drug. They felt that Wyeth had failed to clearly differentiate Pristiq from Effexor XR and the other anti-depressants...

The Company's Response

Wyeth refuted the criticism that Pristiq was just another anti-depressant in the market and said that there was more to the drug than calling it a simple patent extender. It said that there were several advances being made and that many companies were launching anti-depressants, but despite this there were still many people suffering from depression and that most of them had stopped medication due to dissatisfaction...

The Road Ahead

IMS Health estimated that the anti-depressant drug market was the eighth biggest drug category worldwide in 2008 with sales of US$ 20.3 billion (Refer to Exhibit IX for a note on the anti-depressant drug market). Wyeth released Pristiq in a crowded market where there were a number of cheaper generic drugs and many established brand names such as Effexor XR and Cymbalta (Refer to Table IV for some competitor drugs of Pristiq other than Effexor XR)...

Exhibits

Exhibit I: Statutory and Regulatory Requirements for Advertising Prescription Drugs
Exhibit II: Financial Summary of Wyeth: 2006-2008
Exhibit III: A Note on Depression
Exhibit IV: Top Ten Drugs that Accounted for the Most Spending in Upstate New York: 2007
Exhibit V: Black Box Warning given for Pristiq
Exhibit VI: Print Ad for Pristiq
Exhibit VII: 'Think Before Start' Campaign
Exhibit VIII: Screenshot - Link to Pristiq.com in EffexorXR.com
Exhibit IX: A Note on the Anti-Depressant Drug Market
 

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